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CHALLENGES:

listening247 was engaged by an influential Chair/Investor to analyse the biscuit consumer category to understand:

1. The position in the market of the major players and;
2. How the industry understands consumers sentiment.

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SOLUTION:

Using its proprietary Gen AI model, l247:

1. Analyzed 6,645 posts from online conversations about the brand and its competitors

• 92% positive sentiment around shortbread biscuits and cookies;
• Primary conversations happen on Instagram.

2. Identified conversational themes to drive social content 

• Audience engagement through humour;
• The ideal gift for celebrations.

3. Suggested Marketing Actions

• Enhance product packaging for gifting;
• Leverage storytelling in marketing with influencers / celebrities;
• Engage in co-created content;
• Expand collaborative physical and digital events.

4. Drafted Ad Copy & Generated AI Imagery

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Results:

The Chair was able to demonstrate how using the power of data insights + genAI allows the major brand category leader to be more commercial,  disrupt the industry and dominate online conversations through:

1. Dramatically Reducing Ad Creation Costs
2. Creating Customer-Driven Ads that are relevant, authentic, and resonant with the target audience
3. Streamlining workflows and reducing campaign delivery timeframes

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